#engagefenway

engage or bustMadeleine WantProduct Owner: upday GmbH

#engagefenway

#engagefenway

• what is upday?

• engagement for loyalty

• analytics for insight

• targeting for revenue

What does success look like?

#engagefenway

upday tells you what you need to know

and learns what you want to know

#engagefenway

• content: Axel Springer– europe’s largest publishing house

• channel: Samsung– world’s largest mobile manufacturer

a partnership

#engagefenway

Germany

Poland

United Kingdom

France

#engagefenway

a unique situation…no legacy code

guaranteed user base

0 – 2mil AU in 60 days

adoption demands

stakeholder demands

engagement demands

#engagefenway

a unique situation…no legacy code

guaranteed user base

0 – 2mil AU in 60 days

adoption demands

stakeholder demands

engagement demands

... requires a customised strategy

#engagefenway

1. engagement for loyalty

2. analytics for insight

3. targeting for revenue

#engagefenway

target group 1.6m users audience 44k users

channel In-App

conversion 2.5%

Loyalty: personalising content

#engagefenway

Loyalty: personalising content

among converted users:

before after

swipes 153 283 +85%

inventory 109 204 +87%

sessions 7 10 +30%

#engagefenway

Loyalty: personalising content

among converted users:

+20% inventory increase against all users

before after

swipes 153 283 +85%

inventory 109 204 +87%

sessions 7 10 +30%

#engagefenway

an average upday user30 min / month150 swipes / month

Insights: understanding users

#engagefenway

audience a) early churners

audience b) power users

Insights: understanding users

#engagefenway

early churner power user

26% 78%

18-34 34+

heavily male heavily male

non-parents non-parents

Insights: understanding users

#engagefenway

drivers: mobile news consumption

#engagefenway

Segmentation: driving revenue

all users

location, language

gender, age standard DMP data

#engagefenway

Segmentation: driving revenue

all users

location, language

gender, age standard DMP data

interests

consumption upday advantage

#engagefenway

Segmentation: driving revenue

#engagefenway

Segmentation: driving revenue

all users

location, language

gender, age

interests

consumption

#engagefenway

THANK YOUContact me at madeleine@upday.com

#engagefenway